Atlanta-based sales and marketing company Blue Ridge has partnered with Alma del Jaguar Tequila and Waymar House Gin, both of which are part of Morningside Brands.
The company has not yet confirmed whether the partnership includes a stake in either brand.
“At this time, we are focused on commercial and strategic alignment across our organizations to accelerate growth and expand market share,” Blue Ridge said in a statement.
“While we are not disclosing specific details of the agreement, we are excited about the momentum and long-term potential this partnership brings to both brands.” ”
Alma del Jaguar, hailed as the fastest-growing brand in premium tequila in the U.S., is available through more than 4,500 U.S. retail accounts and is expanding at a rate of more than 200 new accounts per month.
The brand’s retail sales surged 428.96% in the year ending April 30, 2025, according to Nielsen data. It is said to be growing faster than the entire tequila category, which saw retail sales increase 7.2%.
The tequila brand’s distribution expanded from nine states in 2023 to 25 states this year, including California, Texas, New York, Florida and Illinois.
Alma del Jaguar is produced at the distillery in Arandas, Jalisco, in partnership with the fifth-generation Vivanco family.
“These brands bring real momentum and thoughtful innovation to the market,” said Carlos Carreras, CEO of Blue Ridge Spirits & Wine Marketing. ”
As part of the transaction, Waymar Gin House will expand its distribution into Middle Tennessee, Texas and Florida.
“Partnering with Blue Ridge gives us a strong impetus to grow smartly and stay true to our roots,” added McCauley Williams, CEO of Morningside Brands.
“The expansion of Waymar Gin House into these key Southern markets, along with the continued strong growth of Alma del Jaguar, is a testament to our commitment to creating spirits of exceptional quality and purpose.”
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